Brief
Kids2 SVP Rochelle Wainer on evolving consumer insights for next‑gen parents
Wainer says brands must blend digital signals with real‑world shopping data to reach the growing cohort of Gen Z parents.
By Felo News Desk · Published
Rochelle Wainer, senior vice‑president of global insights and analytics at Kids2, told Adweek that consumer research must reflect how people actually make decisions, combining digital behaviours, social signals and in‑store experiences.
She explained that Kids2 uses a mix of traditional research, behavioural data and emerging technologies such as AI to identify patterns and anticipate needs across parent generations. While AI can surface new signals, Wainer stressed that human interpretation remains essential to turn those signals into actionable product development, marketing and retail strategies.
Wainer also highlighted that Gen Z is becoming a larger share of the parent population, bringing different expectations around authenticity, digital experiences and value. Brands, she said, need to adjust their approaches to meet these expectations.
Key facts
- Rochelle Wainer is SVP of global insights and analytics at Kids2. (adweek.com)
- Kids2 combines research, behavioural data and AI to understand parents. (adweek.com)
- Wainer says human interpretation is critical to turn AI‑derived signals into action. (adweek.com)
- Gen Z is growing as a share of parents, influencing brand expectations. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Kids2's Rochelle Wainer on Consumer Insights and the Next Generation of Parents”
